Ross Rant: Let's communicate like it's 1979

Ross Rant March 2018.png

Going back forty years, communications was pretty easy.

The communications environment was simple - it was one to many.

If you wanted the world to pay attention back then, you secured time on one of the few platforms that ensured your message would be broadcasted to the masses.

Today, such mass broadcast opportunities are infrequent. The communications environment is not so easy.

I count at least 27 different platforms which provide tools to communicate.

Tools which frankly make it more difficult for the communicator. Such abundance of tools causes strategic paralysis and organization failure due to rapid springing to the latest shiny object.

The world has changed. Get over it.

As communicators, it is true you now have to play on all these different platforms because it's doesn't matter what you prefer.

It matters what your audience prefers. 

It matters where your audience is seeking information.

It matters how your audience is processing information.

It matters when your audience is accepting information.

To succeed in this new communications environment, focusing on strategy and organization more and tactics less will be fruitful.

Tactics will change. Get over it.

In any given week you will hear it is SEO, Instagram is next, podcasts for sure, and most certainly email. 

Who knows which is correct, it doesn't matter.

Tactics come and go.

Tools come and go.

If you buy a drill at the hardware store, you are not purchasing a drill. You are purchasing a hole.

A hole which you can make from numerous tools, it just so happens that a drill is the best tool currently for the task.

Seeing a communication platform as a tool and just one of many solutions is essential.

Seeing tools for what they are and realizing the importance of strategy and organization as a means to better execution of tactics is essential.

You'll find the right tools to engage your audience, but without adequately identifying the strategy and without adequately setting the organization, your communications won't be as successful in 2019.


Marc A. Ross is the founder of Brigadoon and specializes in thought leader communications and global public affairs for executives working at the intersection of globalization, disruption, and politics. 

Marc Ross

Based in Washington, DC, I specialize in thought leader communications and global public policy for public affairs professionals working at the intersection of globalization, disruption, and politics.

Clients hire me to ghostwrite, engage influencer networks, manage media relations, produce events, audit their communications infrastructure, consult on hiring, provide issue briefs and news generating talking points, as well as manage end to end communications projects where I assume a role of project leader and general contractor.

I work independently but provided access to a substantial global network of collaborators with expertise in websites, graphic design, audio, video, polling, data analytics, and research.

Using the latest tactics of an American political campaign with expertise shaped by being a practitioner of global business communications, I help clients tell their story and build trusted relationships with all necessary stakeholders.

Successful communications are all about STOCK = strategy, tactics, organization, consistency, and know-how.